Joanne is a small business owner. She operates a catering van that travels to local industrial estates, serving workers who don’t have easy access to high street cafes and fast food restaurants closer to town. Joanne’s business lives and dies on what she knows about her customers. So she makes it her business to know…

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Before any business is done you and your potential customer each have a story playing in your head. There is the worldview you each have before the transaction takes place and the outcome you hope will eventuate afterwards. The outcome that you want and the one that the customer is hoping for may be two…

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Data collection shouldn’t simply be about looking for proof or testing your assumptions. Your questions are not always about collating the right answers, often they are about finding out who the right people are. The idea isn’t just to get the data, it’s to understand the people who want to be understood. That way you…

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